Prime Day sales spiked and deals ended – now what? Keep the momentum driving your sales pendulum. Q4 can be the most competitive time of year in the Amazon Marketplace. But it can also be the most lucrative holiday season. Incorporate advertising successes from Prime Day to create a winning Q4 strategy.

1. Boost Your Q4 Amazon Sales
Volume Using Prime Day Data

2. Today’s Logistics
● Session Recording & Slides Will Be Sent Out
● Submit Questions to Our Panelists
● Resources Available as Handouts
● Join in the Poll Question!
Analicia Santaella
Webinar Coordinator

3. Overview
D E L I V E R I N G
L A S T I N G
R E S U L T S F O R O U R
C L I E N T S
Solutions
About CPC Strategy

4. THE OPERATING SYSTEM OF COMMERCE
The First 3P +1P Hybrid Solution
About Skubana

5. Today’s Speakers
Aaron Gooden
Lead Marketplace
Channel Analyst
Karen Hopkins
Senior Marketplace
Channel Analyst
Chad Rubin
CEO & Co-Founder

6. ● Prime Day 2018 Recap vs. Prime Day 2017
● How to Interpret Your Prime Day Data
● Maintaining Traffic Garnered from Prime Day
● Analyzing Prime Day Wins & Losses
● Evaluating Returns, Negative Feedback for
Strategic Inventory Planning
Today’s Agenda

7. Prime Day 2018 vs. 2017

8. July 15, 2018 vs. July 16, 2018
Amazon Prime Day 2018 AMS Data

9. July 15 - 21, 2018 (Prime Week) vs.
July 22 - 28, 2018 (Post Prime Week)
Prime Week Hangover
-78.20%
-82.84%
+.95%
-78.44%
-82.27%

10. Last Year Prime day
ran for 30 hours this
year it ran for 36
2018

11. Prime Day 2018
(vs. Prime Day 2017)
From A Merchants Point Of View
Average Sales + 3%
20% Revenue Increase
$
+16% units ordered
B2B shipments +10%

12. Prime Days 2017
vs.
Prime Days 2018
From A Merchants Point Of View
Sessions +5%
Conversion Rate +2%
Offer count +13%

13. Developed a Sensitivity Analysis

14. And a Correlation Analysis (Before)

15. And a Correlation Analysis (After)

16. Set Targets & Track Accountability

17. Copyright 2017 - Q4 Amazon Virtual Summit
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Successful Advertising Tactics from
Prime Day 2018

18. Implement a Custom Deals Tab
● Running a discount? Create a ‘Customs Deals Tab’
within your Amazon store
● Direct traffic to tab with Ads
● Build Custom Headline Search & Product Display Ads
○ Specific key terms, categories & products
● Increases discount exposure
● User-friendly for customer’s on hunt for deals
EXAMPLE
STORE
HOLIDAY DEALS

19. Storefront Analytics

20. Storefront Analytics

21. Leverage Deal Badges
● Incentivized buyers to watch deals and buy product
● Deals page had most traffic throughout Prime Day
● Amazon rewards those brands with sales
● Lightning Deal vs. Deal of the Day

22. Create Ads with Converting Keywords
● Advertise your deals with previously
converting keywords
● We upped bids 40-70%, but only on
converting keywords
● Ensure any deal you have is getting a large
amount of traffic to push for conversions

23. You don’t just need ANY click…
or the LOWEST Price clicks
Double down on HIGH Converting Keywords
● You need clicks on the HIGHEST Conversion Rate
Keywords - sends a signal to Amazon
● What signal?
● Lower conversion rates. YOU Stop showing.
Especially organic.
● Cheap clicks=Cheap Traffic=Bad Traffic

24. Your listings MUST show the
highest conversion rate
Double down on HIGH Converting Keywords

25. Promote New Product Launches
● Increase sales velocity of your new product launches
● Launching a new product? Consider running a coupon
○ We did, products were top-ranked on SERP for
Prime Day Launch products
● Consider running Sponsored Product campaigns
○ We did, they continuously ran out of budget and
got the majority of impressions

26. Run ‘Deal of the Day’ Ahead of Holidays
● Additional traffic can help boost AMG campaigns
● Ad spend and sales can both increase for
retargeting campaigns
● We did, we saw a growth percentage: 3,433% YOY

27. Maintain Traffic Garnered by Prime Day
● Retarget customers who clicked on a
product and did not purchase
● Retarget customers who purchased
your brand with another product

28. Tips on What You Can Learn from
Your Prime Day Data

29. Analyze Strong & Weak Performance
● Take a look at what worked and what didn’t:
○ Products
○ Bundles
○ Deals
○ Campaigns
○ Ad Groups
○ Specific Keywords
○ Bids
● Whatever worked efficiently - use data moving forward

30. Make Your Product & Deals Enticing to Shoppers
Product
● Run promos, Lightning Deals &
coupons
● Shoppers will look for
competitor products with deals
Deals
● Use with products and bundles that did best
● Be on time with submission
● Pro-tips:
○ Run coupons day-of
○ Day before > day after
○ Stop ads December 22 - 24, restart 25 -
end of year

31. Prime Day Analysis
=

32. Prime Day Analysis
PROFIT METRICS THE TOP
Amazon Merchants Use
(and you can too)

33. What drove Prime Day Profit NOT REVENUE

34. What drove Prime Day Profit NOT REVENUE
● The 80/20 rule 80% of your profit comes from 20% of your SKU’S

35. Review Returns & Feedback
● Read feedback, negative and positive
○ Take a look where content is not clear
○ Optimize product copy and images
● Take note % of returns for holiday inventory

36. FBA Pick Fee
Removal Fee
FBA Pack Fee FBA Prep Fee Return Commission
Destroy Fee Commission Fee Storage Fee
Short-term AND
Long-term
Every Fee Broken Down

37. Every Fee Broken Down

38. Recap of Today’s Agenda
● Prime Day 2018 Recap vs. Prime Day 2017
● How to Interpret Your Prime Day Data
● Maintaining Traffic Garnered from Prime Day
● Analyzing Prime Day Wins & Losses
● Evaluating Returns, Negative Feedback for
Strategic Inventory Planning

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42. Questions for Today’s Speakers?
Aaron Gooden
Lead Marketplace
Channel Analyst
Karen Hopkins
Senior Marketplace
Channel Analyst
Chad Rubin
CEO & Co-Founder